Visit our local markets


International furniture retail chains are selling a standardized assortment, creating a more international offer and thus changing buying behaviour. Despite this trend, local differences are still relevant.

Hilding Anders, with our wide product portfolio and local presence, is in a position to capitalize on local trends and preferences, as well as a more globalized approach to sleep.


Today, we are responding to two major challenges in our markets.

  • The first challenge is to have a viable business offer that reflects the need to offer targeted brands and product platforms to small and national chains. We should also be a competitive partner for larger European furniture and bedding specialists. Based on the industrial network that we are operating in, we are the only player in the European bedding industry that has the preconditions to take on that role.
  • The second challenge is underdeveloped distribution systems on emerging markets, particularly Russia, Asia and Eastern Europe. This is where the advantage of our size comes in. When we see that we don’t get through to consumers through existing distributional set-ups, we build our own go-to-market approach. In Russia we have currently more than 472 owned retail outlets (Askona). In Asia our growth ambitions are at a similar level with the Slumberland brand; here we have roughly 215 owned outlets.


There is an ongoing shift in our industry, putting pressure on smaller, stand-alone independent retailers. Bedding specialists such as Swedish Sova or Dutch Beter Bed, discount chains like Danish Jysk and furniture chains like IKEA are becoming more important as key sales channels.

Western Europe is a rather mature market, where replacement is the main reason private households invest in a new bed or mattress. The market also suffers from the aftermath of the financial crisis of 2008 and 2009, which has made growth spread unevenly between countries.



Thanks to continued economic growth, the growth potential as a result of a lower penetration rate for new beds and mattresses is large. As peoples’ purchasing power increases, interest in home furnishing and home investments is on the rise. As a result, more and more people are upgrading their beds.
Since the market is developing, the distribution systems are not as established as in Western Europe. In markets where we find that distribution is underdeveloped we are prepared to establish a retail presence ourselves. Croatia and Russia are examples of where we have pursued this growth path.



In Russia, sleeping solutions have traditionally been very modest; sofa beds and simple mattress solutions are still the largest product categories on the Russian market.

However, as the Russian economy improves and the space for living gets larger, we see an increase in the sales of more exclusive beds, mattresses and even box springs. Cities such as Moscow and St Petersburg are still the focal areas for increased consumption, but other cities are picking up, and shopping malls are continuously developed in new areas.

Through the acquisition of Askona in 2010, Hilding Anders is the undisputed market leader with a market share of approximately 30%. The penetration rate for beds in Russia is still far behind comparative countries such as Brazil, providing an explanation for the vast development speed within our industry in Russia.
Our Russian company Askona is the leading player on the Russian market with a multi-brand portfolio, including the license for the US brands King Koil and Serta. Since late 2012, the Group brands Bicoflex, André Renault and Jensen are part of the Hilding Anders retail concept, with currently roughly 100 outlets in major Russian cities. Askona also manufactures private label beds and mattresses, and is the main supplier to a number of large furniture chains in the Russian market.



Hilding Anders has been established in Asia for ten years. With our base in Malaysia, we are present in five Asian countries, China being our largest market. The rapid development of the region is leading to faster urbanization, further housing investments and growth in our industry segment.

In China, the rise of a middle class fuels rapid growth. Here, we have two footholds, one in Shanghai and the other in Harbin in Northern China. We currently maintain roughly 215 shops.